Sep 11, 2023
In 2023, you’d be hard-pressed to find a company, let alone a person, without some kind of social media presence. We’re not just talking about Facebook accounts either. These days, social media isn’t just part of being online, it’s how we brand both our companies and ourselves and if we’re not using social media effectively, it can damage both.
In healthcare, using social media accounts to further your brand can not only increase your patient base but can also be used as a tool to improve provider recruiting. In fact, one study found that a whopping 57% of consumers said a hospital’s social media presence would strongly influence their decision of whether or not to use their services — which is why it's important to hire a professional to manage your social media presence. While it can be tempting to assign an existing administrator the task of posting on your social pages, hiring an experienced social media manager is the best way to use this tool effectively. Here’s why:
1. The healthcare industry presents legal obstacles that other industries don’t.
When it comes to healthcare, there’s a lot you can’t say when advertising your facility. In fact, say the wrong thing and you could land your facility in legal trouble very quickly. An experienced social media manager will ensure your social accounts remain informative while always staying within legal limits.
2. Social media management isn’t as easy as it sounds.
When it comes down to it, even choosing what to post on a personal social media account can be a fraught decision. What image do you want to project to the public? How much information is too much information? What might be deemed inappropriate? On a professional page, the stakes are even higher. Is the content on-brand? Are the posts professional? Even something as simple as choosing the right image and wording can become complicated. A social media manager will conduct the necessary research to keep your content, stories, and mentions at a professional level.
3. Content creation is never ending.
Let’s be honest — content never sleeps. While an account administrator may have the time to post on your social pages a few times a week, having a professional tackle your social media strategy can help your content remain consistent and engaging. It isn’t enough to simply share a blog post every few weeks. A social media manager will curate engaging content that keeps your audience interested.
4. Your accounts will change over time and you’ll need to respond.
As your social performance improves, you’ll gain followers. Your social media manager will keep track of the audience and their demographics. As your audience grows and changes, you’ll want your content to evolve with them.
5. Social media is an effective tool for recruiting top talent.
According to Glassdoor, 79% of candidates use social media in their job search. Social media accounts are one of the best ways for candidates to get an idea of a company's culture and are used to determine whether or not it will be a good fit. Having a social media pro run your accounts will help put your facility’s best face forward and attract top talent who have already vetted your facility.
Whether your facility decides to hire a social media manager directly or works with a marketing firm, social media matters. From a recruiting standpoint, your next wave of Gen Z and millennial providers expect you to have an effective social presence. Read more here about what this generation of providers expects from the hiring experience.